POWERFUL RECIPES
We made advertising in the form of men’s cooking tips
- Client
- Nishon Baxt
- Category
- Ad Campaigns
- Market
- Uzbekistan
- Lokals product
- Positioning, 180 Campaign
- Scale
- We made advertising in the form of men’s cooking tips
- Year
- 2023
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
Nishon Baxt is a Samarkand-based producer of sausage products, whose main differentiator is a solid meat composition in every product. The brand decided to expand to the regional level, and to break through the overcrowded block of sausage advertising, we needed to find a non-standard solution.
Business pain:
- Become memorable for a regional audience.
- Move away from abstract brand advantages and build communication around a basic but most important need — feeling full.
- Stand out in TV and digital media clutter.
03 / SOLUTION
The approach we proposed
We analyzed the target audience — ordinary workers from the regions — and realized that their main value in food is satiety. Every such man has his own secret recipe for a “powerful” breakfast. We made Nishon Baxt the main ingredient in these people’s dishes. The faces of the campaign were ordinary men giving sincere recommendations to “their own”. To achieve maximum nativeness, we took a radical step: we shot all videos in a UGC style and launched them in this form even on national TV.
04 / METRICS & RESULTS
Key metrics and KPIs
sales growth
campaign reach
Lokals Team
Creative Director
Шаха Салиев
Strategist
Фарход Норбаев
Project manager
Татьяна Ситникова
Copywriter
Саид Назриллаев
Art Director
Фаррух Газиев
CG Specialist
Андрей Корниенко
Partners
Abstract visuals
Video production